promo

The first time I saw Pharrell’s “Frontin'” video it literally blew—then expanded—my mind. Let me set the scene. It’s late summer 2003, I’m 13 going on 14, and it’s right before my freshman year in high school. I’m spending a ton of time at my cousin’s apartment complex (instead of my own), my uncle is working and not around, so we’re hanging out with a bunch of her friends my age, most of them girls (including one I may have been promiscuous with, sorry mom). Kazaa is how we get and download our music, but MTV, or even terrestrial radio, is still very much the place that we hear it first.

We teens are spending most of our time vibing out watching videos on MTV—yes, they actually played videos back then—on a big screen TV that was fairly flat for 2003 standards. Then, it happens, Lauren London walks up to the door, she’s followed by a flurry of short synthetic guitar stabs and hard patterned drums, her friend says the password, “Neptunes Presents The Clones,” and we enter the party. Star Trak was right, because the video might as well have come from outer space, placed in an MTV Jams video rotation next to 50 Cent’s “P.I.M.P. (Remix)” and Chingy’s “Right Thurr.” Continue after the jump to read the ways Pharrell and Director Paul Hunter changed my life.

7 Ways “Frontin'” Blew My Mind…

The debut of Lauren London… This was the first time a lot of us ever saw Lauren London aka “New New” aka she’s sweated to the point Overdoz named a song after her. But she wasn’t even the hottest girl in the video. The dark-skinned chick with the trucker hat, Lanisha Cole, steals the show.1 There’s nothing but dimes all across the video, and they were just chillin’, not making it clap in skimpy outfits, instead they’re sexy fully-clothed in their trucker hats (which were everywhere at the time). Other notable cameos include Lenny Kravitz (3:07), Bape creator Nigo (3:11), and Star Trak family like Pusha T, Chad Hugo and Shae.

Established Pharrell in my mind… (see what I did there?) “Frontin'” is Pharrell’s debut single as a solo artist. Prior to the video I knew who he was, and had a faint idea of what N.E.R.D. sounded like. He was that guy behind Clipse’s “Grindin’ and a lot of other hits with The Neptunes, and he was in the videos for big singles like “Pass The Courvoisier, Part II.” It took until this video for me to recognize him as a musical force, style icon, and all around cool guy that a young Jordan Martins could look up to.2 Speaking of style…

Showed off BBC and Bape… BBC was still in its infancy, but was all up in the video. Nigo is shown twice rocking Bape.3 Sure there’s oversized gear, but it’s mostly skate-sized type clothing. Evidenced by the juxtaposition between the extra baggy 2000s hip-hop fit of DJ Cipha Sound’s Fam Lay tee (2:29/2:36) and Pharrell’s BBC tee/polo. At the time, my wardrobe was filled with clothes my mom chose, and she was buying me the clean cut but inexpensive stuff you’d find at the GAP, as opposed to the athletic gear that was hot in the hood. I wasn’t ready to dress like Pharrell in ’03—I was fighting moms to wear oversized athletic gear—but this was a sign of things to come, and closer to how I dress today.

Debuting BBC in this fashion was the ultimate flex. When the video dropped, the brand wasn’t even available to the public yet, and the line was made by Nigo, and produced entirely in Japan. It was a shrewd marketing move, considering we were living in a pre-Instagram and Twitter era. Pharrell, in Complex’s “Oral History of Billionaire Boys Club” says, “It was calculated in the sense that I knew what I wanted to see in my video, but not in the sense of ‘Oh we’re about to sell this many T-shirts…’ Not because, we were going to launch the brand, but because I just wanted to see that. I wanted to present everybody with my world, because at that time, I was making Billionaire Boys Club stuff for myself.”

Showed a blend of rap/skate culture… A few years prior to “Frontin'” I was hyped off Rocket Power, so my cousin and I skated down the slopes of the hilly projects until we both busted our asses and decided it wasn’t worth it. I knew a couple white friends from school that skated, and knew one black punk skate kid, but to see it in a rap video—especially with skaters of all ethnicities—was a very moving image. Keep in mind this video pre-dates Lupe Fiasco’s “Kick Push” by about three years, and, at that time, most black kids’ interaction with skating came from maybe playing Tony Hawk games.

Set a benchmark… to which I compare all parties in my adult life early 20s to.4 Every time I go to an event I subconsciously compare it to this video—as far as: crowd, aesthetics, vibe. In “Frontin” there’s beautiful people, a good time, red cups everywhere. They even had digital cameras before they were even really poppin’. The closest I’ve ever been to the level of trillness displayed in the video is the Do Over in L.A., and my local friends’ monthly function, Sabado Gigante.

Made me aspire… to own an ill penthouse. When I first saw this, I instantly wanted to age a few years, gain a few million in the bank and cop a luxurious flat. And I’d make sure that I’d have a room with a flat bed and white sheets, a huge flat screen TV that displays zen-like images, and a model chick to watch and smile at me as I dance in an open dress-shirt.5 Til then, small shared apartments and Ikea Malm series will have to do.

Set the scene… for the scene I would eventually find comfort in. “Frontin'” was a breath of fresh air when it dropped. It wasn’t explicitly gangsta, or flashy, just relaxed and subtle cool. Freshman year of high school, a girl told me I reminded her of Pharrell (and was on the low saying I should go that route). At the time I took it as a slight. It took me a while not to care about what other people thought about me, until maybe even college—where I had my first opportunity to have a long extended stay away the hood—because my direct environment, just like the rap Billboard charts at the time, were about keeping it gangsta.

I wasn’t ready to admit I liked “different” things, and was caught up in projecting a tough image of where I was from, being one of the only black kids in honors classes, and probably the only one there who was on Section 8. But openness to cultures, hanging where rap and skate meets, an affinity for free-flowing vibes and music, caring about design… all turned out to be me. I just didn’t know it at the time. In essence, I was frontin’ with who I was. I didn’t understand myself enough to be me.

In the end… I loved the song, definitely downloaded it on Kazaa, and threw it on a “favorite songs of 2003” mix CD. Nearly ten years later, do I still love the record? Yessir.6 Clearly it had an impact on more than just me, the single reached #5 on the Billboard Top 100, #6 in the UK, and #1 on the U.S. Rap Charts. Thanks, Skateboard P. You changed my life, bruh.

She’s even on the single artwork and in the continuation follow-up video, N.E.R.D.’s “Maybe.” Too bad she kind of disappeared after this, she was on the Price Is Right for a bit, and dated Questlove for a few years. The third main model featured—donning shoulder length black hair and an olive brown top—is Mimi Faust, of Love and Hip Hop Atlanta infamy… at least Lanisha bowed out in a graceful fashion. [↩]

For the sake of this video, Skateboard P might even be cooler than Jay-Z. Hov drops maybe 8 bars before he’s in-then-out. [↩]

In 2K3 I wasn’t aware of A Bathing Ape, but was very infatuated with Japanese cultural (otaku) exports like JRPGs and anime—staying up every night to watch re-airs of FLCL on Adult Swim. Fast forward to 2013, and I have some Bape gear (I copped from the Harajuku shop in 2012), but no BBC in the collection. [↩]

The huge half-pipe and white Ferrari Maranello featured throughout weren’t too shabby either. The aforementioned Complex piece also hints at the fact that the video may take place in Miami, maybe it’s on the market. Further evidence it took place in Miami: on Lanisha Cole’s personal Tumblr, she included a #Miami hashtag on a photo from the set. [↩]

And it’s a part of a special, private Spotify playlist entitled “Cut List II.” [↩]

Word. I took the time to acknowledge you being a troll, because that’s what you crave, so here’s the attention you lust for. I hope you hiding behind a #screen and the anonymity of being a bully online makes you feel comfortable and strong, because I’m sure you’re not comfortable with yourself in the real world. Needless to say, you’re not keeping it in the spirit of Star Trak or Skateboard P, by being a lame. Hope you find eventually find comfort with yourself. – JM

http://twitter.com/Rach_0918 ✌❤ヅ Rach Alba

Good read. I was right there with you.

http://screensandrhymes.com/ Jordan_Martins

Thanks, Ms. Alba, glad you enjoyed it. Skateboard P is the man simply by being comfortable in his own skin—something we can all learn from.

Man, I love the internet! Dude, why was I just watching that video on youtube, AGAIN, and couldn’t remember the name of the GODDESS that stole the show from Lauren London…and stumbled across your EXCELLENT post.

Seeing Lanisha standing behind Lauren in that first shot was like a modified solar eclipse–but MUUUCH sexier. I was as transfixed by her as I was the song–and that’s saying something. Pharrell, to me, is like Hip-Hop’s version of Antonio Carlos Jobim–he caresses every track with that same ‘triste’ that Jobim made famous.

His songs have this undercurrent of melancholy, or sadness, that lies within the best of Jobim’s work. Just listen to ‘The Girl From Ipanema’ and then to just about any of Pharrell’s songs. To this day, ‘Frontin’ is never far from my consciousness–and I still say “yessir” at some point just about every day. The songs he did with Daft Punk are practically burned into my cerebral cortex…especially ‘Lose Yourself to Dance.’

In many ways, he is the antithesis of Kanye West–a man with extraordinary talent who NEVER feels the need to remind you of it at every turn. In a perfect world…Skateboard P for president.

http://screensandrhymes.com/ Jordan_Martins

Yeah, Lanisha definitely stole the show. I was so obsessed with her when I first saw this at age 13.

I’m checking “The Girl From Ipanema” now, the whole vibe reminds me of the short film P did a few years back “The Ecology of Love” (http://youtu.be/XCwipkaDR3Y). I see where you’re going with it. The Daft Punk album is trill, and has a lot of funk elements. P is a disciple of funk, being mentored by none other than Teddy Riley. (Although that Panda Bear song may be my favorite, ha.)

Skateboard P is way more chilled out than Ye. Especially after reading the NYT piece where Ye says he’s the Steve Jobs of this and that, it further cements the point. Pharrell has accomplished a lot in multiple realms but remains a quiet and humble student of the game, his words and actions sincere, while letting his music and dress possess all the flash. Highly admirable? Yessir.

Glad you enjoyed the piece, appreciate the love.

– J

Ageofaquarius Begins

Mad props, AGAIN, for introducing me to that video…I had never seen nor heard of it, but it made my point about Jobim better than I ever could. I downloaded it right away.

I can see why you might dig the Panda Bear song more, but this video CEMENTED “Lose Yourself” as my favorite–and although the footage is from 1972, please try and convince me that old boy at 4:35 is NOT doing the ‘Dougie’! LOL! (http://www.youtube.com/watch?v=TBXv37PFcAQ)

Whatever do they call those things? Light Projectors or Wall Projectors? I always saw that shit and wanted me one…. Pharrell was ahead of his time with that one. Even still to this day I’m head on Hills of getting me a Zen Weather like Wall Projector… That I could just kick it and watch for hours….

http://screensandrhymes.com/ Jordan_Martins

Wall projector sounds right. Man! He’s always ahead of his time, haha. Do it, just find your Lauren London to go with it too.

Seph

Lmao Most def man. If I ever figure out how to work that out and set it up, I’ll make sure I come back and Post it on here.. For sure.

Frontin’ has to be my Favorite Music Video from Pharrell (Well Video of all time)… something about During that time with Music… It was really Great man.. Thus you see My own custom Milo Default. Been a Fan of the Legendary Yessir man since that video. Beast Producer on top of that too. Reading your article brought some real old school feels.. I gotta admit.

listen. every single word u said in this , I feel the same exact way. this video is better then any other music video I have ever seen in my entire life. I’m 23 years old and this is 2016. iv been following Pharrell since I found him back when I was 12 or 13. its crazy how still to this day I’m gonna make sure I can replicate this video

http://screensandrhymes.com/ Jordan_Martins

#LifeGoals. Man, it’s 2017 now! Pharrell was 14 years ahead of his time. Still way ahead of the times! Did you see the Human Race NMDs he dropped this year?!? He keeps innovating and pushing forward. All on the humble. True inspiration.